A blog about visual communication and digital design

Repetitive patterns unify your website design

In web design decorations or visual elements on the page may be combined or repeated to form patterns that will have a specific effect on a website user. For example, an alternating pattern may elicit a sense of order.

It was in the early 20th century that artists and designers began exploring a new reality of our imagery with cubism, that formed the basis of geometric abstraction. Since that time, designers have continued to study abstraction using their own design vocabulary. The design and construction of repetitive visual units can be understood as a form of ritual: and it is this repetition that links to the creative process.

Patterns occur in the natural world as with this leaf.

When repeating design elements and consistently using type and graphic styles within a web page on a mobile or tablet demonstrates to the user where to go and helps them navigate the website layout successfully.

The ABC website has a natural sense of order created by repetition of elements

On a website, for example, you might place the company logo on the top (corner of every page. However, repetition without variety can become tedious, so I recommend using a photograph or graphic element to help create interest in a page. These repetitive elements create visual coherence, while the occasional incongruity of elements creates contrast, the spice in the design.

By, repeating Page elements, as a digital designer, I am not only delivering according to my client’s expectations, but I am also improving the user’s online experience. A designer creates consistent design features that make the user more comfortable.

Simon is a Sydney based digital designer. He is the Director of a boutique digital design studio, Bailey Street Design located in the vibrant inner west suburb of Newtown. Simon studied graphic design at Shillington College and specialises in web design for small and medium size businesses. Simon and his team (Toby the studio dog) are passionate about visual communication in the digital environment.